Communication is essential for the exchange of information, especially in politics, where mass communications play a significant role. In political communication, it is important to reach the audience's emotions through understanding their needs and using persuasive tactics. Politicians present themselves through various media, which exposes them to public criticism, but also emphasizes their role as representatives of the people. Their profession requires serious preparation and expertise, with the necessary image promotion, which includes communication skills. Analyzes show that verbal and non-verbal communication, including body language and gestures. Some politicians, like Donald Trump, act as if they do not have a clear communication strategy, but this unplanned approach sets them apart from the political environment. Analyzes of Trump's appeal suggest that critics take him literally but not seriously, while followers take him seriously but not literally. His audience appreciates the general impression of his public appearances, not the detailed analysis of politics. Although Trump often receives negative criticism for his speaking style, he stands out as a politician of exceptional conviction. This paper shows the impact of politicians' communication skills on their image, with a special focus on Trump.